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Know Your Online Advertising  Campaign, Understand Your Audience                Caroline Ewings - Research Now            ...
ADimension® - Improving Online CampaignsCaroline Ewings, Research NowMalcolm Murdoch, Mindshare
Today’s Agenda   About Research Now and Mindshare   Current landscape   Current online ad tracking tools   Our unique ...
About Research NowResearch Now the largest online-panel provider globally Digital Data Collection Experts   either passiv...
About Mindshare                                          Global Billings                                           £8.1 Bn...
Current Landscape                    © 2012 Research Now   6
Online Advertising is now a £4 billionindustry With over a quarter of all ad-spend in the digital medium, and growing, the...
Current methods for online ad tracking fordisplay ads•   Traditional ad measurement tools    incorporate basic web analyti...
Pop-ups are the most common methodologyso should be sound? However, IAB slams Pop-up surveys as flawed                   ...
Panel Ad Tracking   Research Now provide the largest fully opted in cookied panels   An EU Directive will be implemented...
Panel based effectiveness                            © 2012 Research Now   11
ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels                                   ...
How it worksStep 1  Members of the Research Now panel have opted-in to be tracked on their  exposure to ad campaigns.Step ...
How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on ...
How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6  Combined data sets are delivered fo...
Case StudyRiver Island & Mindshare                           © 2012 Research Now   16
What we wanted from the project • Can Online Drive Brand Metrics for our Client? • Is the effect measurable? • Are we reac...
Online Drove Brand Metrics                        40%                                   33%                        30%    ...
We reached (mostly) the right people          0-17             2%                                                     None...
Reassuringly, More online advertising =     more ad recall                                     16%                        ...
Outcome     •   Proof points to make us happy with the role of online display for         their activity     •   Benchmark...
Outputs          © 2012 Research Now   22
OutputsImpressions over time with demographics                                          © 2012 Research Now   23
OutputsLikelihood to purchase                         © 2012 Research Now   24
OutputsNormative summary                    © 2012 Research Now   25
In Summary  Legislation is evolving however, our panel model obtains   specific consent to track passively – PII is prote...
Contact   Caroline Ewings    Client Development Director – Ad and Media    Research Now    020 7921 2400    cewings@resea...
© 2011 Research Now   28
Viva Attribution! Revolutionising                     Digital Spend                 Christian Howes - TagmanSponsored by: ...
Revolutionising Digital SpendJon Baron, CRO and Co-Founder, TagMan                                        #TFM2012        ...
AGENDA• Quick intro to TagMan• The attribution landscape• Challenges• Getting started – TUI Travel• Boden – another take• ...
About TagMan               #TFM2012                @tagman
Typical Ecommerce Company Landscape                                      #TFM2012                                       @t...
Leading to Data Overload                           #TFM2012                            @tagman
So, where do you begin?                          #TFM2012                           @tagman
Case Study: TUI Travel Specialist Group         Winter & Summer holidays         Operating in 180+ countries with over  ...
TUI’s Challenges                   #TFM2012                    @tagman
STRATEGY• Manage marketing tags in TagMan• Understand and analyse full customer  journey to sale• Ignore conversions with ...
RESULTS• Increased marketing budget overall!• SEO spend up 6-fold• Generic PPC investment up 3-fold• Site development prio...
A different take: Boden     First Click       Assist       Assist                                                 Last Cli...
Results Optimise all online campaigns! • Single view of customers • Actionable insight • 10% Instant savings on CPA       ...
It’s not just TUI and Boden who are benefiting...                                                    #TFM2012             ...
So, what now?           #TFM2012            @tagman
Step 1         #TFM2012          @tagman
Step 2         #TFM2012          @tagman
Step 3         #TFM2012          @tagman
Thank You!E: contact@tagman.com   jon.baron@tagman.comT: @tagman                          #TFM2012                        ...
Innovations in Behavioural Targeting -       What to Look Out for in 2012                Neil McClements - MerchentaSponso...
RTB: Publishers Get Higher eCPMs. Brands get more value. Fact or fiction?                Julia Smith - Jemm GroupSponsored...
"Men Are From Mars, women are from   Venus": How online advertisers cancommunicate more effectively with women            ...
New Levels of Consumer Engagement        with Semantic Advertising                Damon Francis - ADmantXSponsored by:    ...
New Levels of Consumer Engagement     with Semantic Advertising              Damon Francis       Business Development Dire...
Online Spending UpBut Growth Slowing
Means $12.4 Billion Wasted• $40 billion spent but 31% of ads never  seen    • Scrolled past ad    • Never scrolled to ad• ...
Current Contextual Methods                 &
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
“State of the Art” in Online Advertising
Bad Ads Weaken Content Relationships                                                   AudienceProducer drops ad price to ...
What Is to Be Done?                 “You will know a word by the company it keeps”                                        ...
The Revolution Is Semantics • Semantics (from Greek "σημαντικός" - semantikos[1][2])   establishes meaning. It typically f...
Brooke Aker – Kindergarten, 1963                                   Advanced Contextual Methods
Advanced Contextual Methods for   Display           Search Advertising     Search Engine  Advertising                     ...
Contextual Processing
Proof Metrics                                                    Consumer        Display Ads       Airlines     Fashion   ...
+ 40% more Ad Engagement   “If there is one thing the study makes exceedingly clear, it is that the combination of context...
THANK YOUDamon Francisdfrancis@admantx.com         follow us on:                             www.admantx.comOffice +44 (0)...
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Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

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Online Advertising Theatre; Know Your Online Advertising Campaign, Understand Your Audience

  1. 1. Know Your Online Advertising Campaign, Understand Your Audience Caroline Ewings - Research Now Malcolm Murdoch - MindshareSponsored by: Organised by:
  2. 2. ADimension® - Improving Online CampaignsCaroline Ewings, Research NowMalcolm Murdoch, Mindshare
  3. 3. Today’s Agenda About Research Now and Mindshare Current landscape Current online ad tracking tools Our unique technology How does it work? Case Study – River Island Outputs © 2012 Research Now 3
  4. 4. About Research NowResearch Now the largest online-panel provider globally Digital Data Collection Experts either passively or overtly 6.5 million + panelists globally, all opted in 38 country panels around the World More than 5000 clients spanning Europe, the Americas and Asia-Pacific © 2012 Research Now 4
  5. 5. About Mindshare Global Billings £8.1 Bn UK Billings £710m 112 OFFICES UK Online 83 COUNTRIES £120m5 © 2011 Research Now
  6. 6. Current Landscape © 2012 Research Now 6
  7. 7. Online Advertising is now a £4 billionindustry With over a quarter of all ad-spend in the digital medium, and growing, there is an increasing need to accurately measure ROI © 2012 Research Now 7
  8. 8. Current methods for online ad tracking fordisplay ads• Traditional ad measurement tools incorporate basic web analytics to create top-line reach and frequency of exposed audiences.• Focused on audience delivery and not ad effectiveness• More advanced methods tried to measure ad effectiveness through surveys… © 2012 Research Now 8
  9. 9. Pop-ups are the most common methodologyso should be sound? However, IAB slams Pop-up surveys as flawed Feature Pop Ups Healthy response rates O Representative sample O Measures delayed effect of Ad O Demographic profiling added to data O © 2012 Research Now 9
  10. 10. Panel Ad Tracking Research Now provide the largest fully opted in cookied panels An EU Directive will be implemented in June, which will require opt-in for cookie tracking. 11 country panels cookied, 2 million panellists © 2012 Research Now 10
  11. 11. Panel based effectiveness © 2012 Research Now 11
  12. 12. ADimension - Gaining the whole pictureCombining Audience Measurement with Opt-in Panels © 2012 Research Now 12
  13. 13. How it worksStep 1 Members of the Research Now panel have opted-in to be tracked on their exposure to ad campaigns.Step 2 We embed tags in your online creative to capture campaign details © 2012 Research Now 13
  14. 14. How it worksStep 3Every time a panelist is exposed to your ad, we log it.Step 4 We add rich demographic profiling data on exposed panelists © 2012 Research Now 14
  15. 15. How it worksStep 5 Tailored surveys are sent to exposed and unexposed panelistsStep 6 Combined data sets are delivered for you to derive insights © 2012 Research Now 15
  16. 16. Case StudyRiver Island & Mindshare © 2012 Research Now 16
  17. 17. What we wanted from the project • Can Online Drive Brand Metrics for our Client? • Is the effect measurable? • Are we reaching the right people?17 © 2011 Research Now
  18. 18. Online Drove Brand Metrics 40% 33% 30% 27% Uplift in Metric 23% 20% 10% 0% Ad Recall Fashion Authority Reported Purchase18 © 2011 Research Now
  19. 19. We reached (mostly) the right people 0-17 2% None / not specified 6% 18-24 24% F 0% 25-34 25% 35-44 19% E 11% 45-54 16% D 8% 55-64 10% C2 15% 65+ 4% C1 33% B 20% Male 29% A 7% Female 71%19 © 2011 Research Now
  20. 20. Reassuringly, More online advertising = more ad recall 16% 15% Ad Recall % Recall Seeing the Online Ad 14% Average among exposed 13% Average among control 12% 11% 10% 9% 8% 7% 6% 0 2 4 6 8 10 12 # of Ad Impressions Line estimated from exposed and non-exposed respondents, n=1,062 Slope estimation significant at 95% confidence level20 © 2011 Research Now
  21. 21. Outcome • Proof points to make us happy with the role of online display for their activity • Benchmarks for future online campaigns • Reassurance around the delivery of our audience buying – Hard to verify demographic data around the activity21 © 2011 Research Now
  22. 22. Outputs © 2012 Research Now 22
  23. 23. OutputsImpressions over time with demographics © 2012 Research Now 23
  24. 24. OutputsLikelihood to purchase © 2012 Research Now 24
  25. 25. OutputsNormative summary © 2012 Research Now 25
  26. 26. In Summary  Legislation is evolving however, our panel model obtains specific consent to track passively – PII is protected (opted in)  Digital advertising set to become even more important  ADimension allows you to understand your audience, and the effective of a campaign on the brand.  FINAL POINT TO BE ADDED © 2012 Research Now 26
  27. 27. Contact Caroline Ewings Client Development Director – Ad and Media Research Now 020 7921 2400 cewings@researchnow.com Malcolm Murdoch Director of Digital Data and Performance Mindshare © 2012 Research Now 27
  28. 28. © 2011 Research Now 28
  29. 29. Viva Attribution! Revolutionising Digital Spend Christian Howes - TagmanSponsored by: Organised by:
  30. 30. Revolutionising Digital SpendJon Baron, CRO and Co-Founder, TagMan #TFM2012 @tagman
  31. 31. AGENDA• Quick intro to TagMan• The attribution landscape• Challenges• Getting started – TUI Travel• Boden – another take• 3 tips to quickly improve your ROI• Takeaways #TFM2012 @tagman
  32. 32. About TagMan #TFM2012 @tagman
  33. 33. Typical Ecommerce Company Landscape #TFM2012 @tagman
  34. 34. Leading to Data Overload #TFM2012 @tagman
  35. 35. So, where do you begin? #TFM2012 @tagman
  36. 36. Case Study: TUI Travel Specialist Group  Winter & Summer holidays  Operating in 180+ countries with over 30 million customers  19 million web visits annually  Annual revenue of £590m #TFM2012 @tagman
  37. 37. TUI’s Challenges #TFM2012 @tagman
  38. 38. STRATEGY• Manage marketing tags in TagMan• Understand and analyse full customer journey to sale• Ignore conversions with one step in the path• Attribution Model Testing• Real-time deduplication of affiliate spend for immediate savings #TFM2012 @tagman
  39. 39. RESULTS• Increased marketing budget overall!• SEO spend up 6-fold• Generic PPC investment up 3-fold• Site development priority changesAnd...• Better understanding of brand and channel crossover• Testing attribution models – ease of switching campaigns on and off• Launch new campaigns quickly and easily #TFM2012 @tagman
  40. 40. A different take: Boden First Click Assist Assist Last Click ? ? ? ? ? ? ? ? ? #TFM2012 @tagman
  41. 41. Results Optimise all online campaigns! • Single view of customers • Actionable insight • 10% Instant savings on CPA #TFM2012 @tagman
  42. 42. It’s not just TUI and Boden who are benefiting... #TFM2012 @tagman
  43. 43. So, what now? #TFM2012 @tagman
  44. 44. Step 1 #TFM2012 @tagman
  45. 45. Step 2 #TFM2012 @tagman
  46. 46. Step 3 #TFM2012 @tagman
  47. 47. Thank You!E: contact@tagman.com jon.baron@tagman.comT: @tagman #TFM2012 @tagman
  48. 48. Innovations in Behavioural Targeting - What to Look Out for in 2012 Neil McClements - MerchentaSponsored by: Organised by:
  49. 49. RTB: Publishers Get Higher eCPMs. Brands get more value. Fact or fiction? Julia Smith - Jemm GroupSponsored by: Organised by:
  50. 50. "Men Are From Mars, women are from Venus": How online advertisers cancommunicate more effectively with women Gail Parminter - MadwomenSponsored by: Organised by:
  51. 51. New Levels of Consumer Engagement with Semantic Advertising Damon Francis - ADmantXSponsored by: Organised by:
  52. 52. New Levels of Consumer Engagement with Semantic Advertising Damon Francis Business Development Director
  53. 53. Online Spending UpBut Growth Slowing
  54. 54. Means $12.4 Billion Wasted• $40 billion spent but 31% of ads never seen • Scrolled past ad • Never scrolled to ad• 4% of ads delivered to geography where the product is not available• 72% of campaigns on sites "not brand safe."
  55. 55. Current Contextual Methods &
  56. 56. “State of the Art” in Online Advertising
  57. 57. “State of the Art” in Online Advertising
  58. 58. “State of the Art” in Online Advertising
  59. 59. “State of the Art” in Online Advertising
  60. 60. Bad Ads Weaken Content Relationships AudienceProducer drops ad price to sell more ads. Ineffective ads generate less clicks.Less ad price means more cost control on Less clicks means less product soldquantity and quality of content. for marketer. SEO Keywords Producer Display, Marketer Text Ads Less product sold means less to spend supporting content generation. Less quality content means less audience.
  61. 61. What Is to Be Done? “You will know a word by the company it keeps” - Firth“It is one of the great marvels of life that, acrosslanguages, culture and history, it is possible, with sufficientknowledge, effort and insight, to truly understand themeanings of other peoples’ emotions and mental states” - Richard A. Shweder
  62. 62. The Revolution Is Semantics • Semantics (from Greek "σημαντικός" - semantikos[1][2]) establishes meaning. It typically focuses on the relation between signifiers
  63. 63. Brooke Aker – Kindergarten, 1963 Advanced Contextual Methods
  64. 64. Advanced Contextual Methods for Display Search Advertising Search Engine Advertising Marketing Display Search Keyword Ad Server Ad Server Bidding No Mistakes No Mistakes Less Obvious, Cleared Inventory Cleared Inventory Less Costly Higher Ad Prices Higher Ad Prices Keywords
  65. 65. Contextual Processing
  66. 66. Proof Metrics Consumer Display Ads Airlines Fashion Products Improved CTR + 200% + 140% + 160% Search Ads Admantx Google + AdSense AdSense CTR 2.63% 0.93% Click Value 0.22 Euro 0.13 Euro CPM per Page 0.65 0.13 Traffic Increase + 77% --
  67. 67. + 40% more Ad Engagement “If there is one thing the study makes exceedingly clear, it is that the combination of contextual and behavioral targeting is much greater than the sum of its parts”
  68. 68. THANK YOUDamon Francisdfrancis@admantx.com follow us on: www.admantx.comOffice +44 (0)207 183 0305 www.blog.admantx.comMobile +44 (0)7517 274206 twitter @ADmantX

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